This document provides an overview of email marketing best practices. It discusses the advantages and disadvantages of email marketing, as well as common challenges like legal compliance, deliverability issues, and growing an engaged email list. It provides tips for effective email content, including using personalized content, segmentation, calls to action, and social sharing. It also discusses optimizing email campaigns through testing send times, frequency, and integration with social media. The goal is to help marketers improve their email marketing strategy and metrics like open and click-through rates.

1. Email Marketing
Masterclass

2. About Today
Opportunities and Challenges of Email Marketing!
Growing your email lists the right way
Effective email newsletters – Top 10 Tips
Legal compliance

3. Social Media Overview?
Overview of Email
Marketing

4. “Email marketing is directly marketing a
commercial message to a group of people
using email.
It usually involves using email to send ads,
request business, or solicit sales or donations,
and is meant to build loyalty, trust, or brand
awareness.”
What is Email
Marketing?

5. Very cost effective means of marketing
Engaged audiences
Over 50% check email every day
Great for regular promotions / news / sales etc
Can track RoI – esp in ecommerce
Advantages

6. Spam laws – consent issues
Deliverability still an issue
Many organisations promoting poor content
Disadvantages

7. Mid-life Crisis
for Email
Marketing!

8. Young People
and
abandonment

9. “Emotionally
Unsubcribed”

10. Pay and Spray
Approach

11. Mailbox
Overload

12. Impact of Social
Media

14. 1. Driving to a poor website
2. Spam filters
3. Poor Content
4. Email lists
What typically goes
wrong with email
marketing

15. Source: Econsultancy.com, 2012

16. Stages of Email Marketing Adoption

17. Email
Maturity
Stage
A. Goal Setting
and
Evaluation
B. Contact
strategy
C. Segmentation D. Integration E. Test
and
Learn
Non-
adopters
None /
Researching
Non-adopters

18. Email
Maturity
Stage
A. Goal
Setting
and
Evaluation
A. Contact
strategy
A. Segmentation A. Integration A. Test
and
Learn
Stage 2:
Pay and
Spray
None None / Old
email
newsletter
0 Segments Limited / no
social
No
Learning
‘Pay and Spray’

19. Email
Maturity
Stage
A. Goal
Setting
A. Contact
strategy
A. Segmentation A. Integration A. Test and
Learn
Stage 3:
Managed /
Improving
Relevance
Basic List
growth
activity
Basic 2-3 segments Direct Mail of
Phone / but no
social
Test offers and
times etc
Managed /
Improved
Relevance

20. Social Media Overview?
Setting Up An Email
Marketing System

22. FeaturesCreate and manage email marketing
campaigns
Integrate a database / Add contacts
Integrate with social media and website etc
Good quality templates
Send out email campaigns
Management and metrics
Benefit from scale: quality, delivery issues etc

25. Social Media Overview?Growing Your Database

26. The Permission
Issue

28. Email Marketing
and the Law
It is best practise not to send email newsletters
to people without their consent!
So, obtain consent before emailing a prospect or
customer

29. Opt-in, opt out
….
Opt-out: where the email recipient has been given
the opportunity to opt-out from receiving the emails,
and has not done so (e.g. by not ticking a box in an
HTML form).
Opt-in: The email recipient has specifically indicated a
desire to receive the emails at the point at which the
contact information was submitted (e.g. by ticking a
box in an HTML form).
Source: SEQ Legal

30. Soft Opt-in
Soft Opt-in: There is also a special form of consent
under the Privacy Regulations called the "soft opt-in".
This applies where –
(i) An email address was obtained in the course of the
sale or negotiations for the sale of a product or
service to that recipient
(ii) the direct marketing is in respect of similar
products and services.
Source: SEQ Legal

31. Confusion about what kind of consent is required for
sending marketing emails.
Data Protection Act 1998: Opt-out consent is thought
to be sufficient in the case of marketing emails
involving non-sensitive personal data.
Consent
Source: SEQ Legal

32. What to do with
existing data:
Scenario?

33. Option 1.
Upload your contacts, opt in or not
Most email providers will let you upload contacts without
having to send out another confirmation of subscription
email or without proof of opt in.
Pros - you can use your contacts
Cons - you may get spam reports, abuse reports &
unsubscriptions which (in vast quantities can lead to being
marked as a spam sender and blocked from gmail/hotmail
etc.)
Its pot luck on who complains

34. Option 2.
Emails you've collected from sales/delivery/online correspondence
Advice: Upload them to your email marketing software as a separate list, and
upon upload, send them out a confirmation of subscription email.
Pros - you get to use the contacts you have got
Cons - Majority of people will not opt in

35. Option 3.
Don't use those contacts obtained without opt in and put one in
place.
Add an opt in or opt out box and the bottom of all contact forms.
Pro's - You're working to best practice and should have no problems
with spam reports/abuse/unsubscribes
Con's - you've lost your data

36. .
Unsubscribes
• Provide a simple unsubscribe option from each mail
• Provide a valid physical address that can be
contacted to assist with removal
• Deliver opt-out within a "reasonable time"

37. List Development

38. “Email marketing is only
as good as the quality of
your recipient list.”
The 1st Golden
Rule of Email
Marketing!

39. “The quality of all
Email recipient lists
decreases over time.”
The 2nd Golden
Rule of Email
Marketing!

40. Source: Hubspot, 2012

42. Content Sign Up

44. What are you
offering in
return?

45. Campaigns on
Social Media

46. TradeShow

47. Sign up from
Facebook

48. Competitions,
but be careful…..

49. Make sure you
gain email
signup …..

50. Survey signup…..

51. Direct Mail…..

52. Traditional Sign
Up Forms…..

53. Events Sign Up

54. Ways Not to Grow Your Email Database!

56. Alienate Recipients
Blacklisted for Spam
Lack of Engagement Generally

57. Social Media Overview?Content and Design

58. Anatomy of a 5* Email

60. Address you reader’s concerns
Use actionable language
1. Subject
Headings

61. Words to avoid:
“Free” = Death!
Also…..
‘Help’, ‘Reminder’ and ‘Percent Off’

62. Source: Mail Chimp
Best headlines

63. Source: Mail Chimp
Worst headlines

64. 2. Actual
Person as the
Sender

65. Best if you have a recognisable personality
Sounds better than:
Marketing@facelesscompany.com
DoNotReply@Soundsrude.com

66. 3. Branding

67. 4. Personalised
/ Dynamic
Content

70. Over two-thirds of email newsletter don’t
utilise personalised content
Personalized emails improve clickthrough
rates by 14%!

71. 5. Segmented
Content
Customers vs Prospects
Men vs Women
Job Function
Purchase History

72. Segmentation is very important for email marketing success
28% decrease in dropout rates
Higher click-throughs
Recommend: Gaining segmentation information at sign up
stage + info from CRM tool or company data.

73. 6. Value
Proposition /
Context
What: Giving them a reason to read
Why: Leads to a rise in actions
Examples:
‘five free downloadable email templates’

75. 7. Calls to
Action

77. Above the fold!
Below the fold!

78. 8. Images

79. + Photos
Screenshots
Product images
Sales banner
Etc

80. 65% of people prefer emails with
mostly images rather than text
90% of information transmitted to
the brain is visual.
Visuals are processed 60,000X faster
in the brain than text. (3M
Corporation and Zabisco)

81. 9. Social
Sharing

82. 10. Unsubscribe
You MUST Include this!

85. Note the value proposition…..
Clear focus: Training
Social Media –
but where do
the links go!

86. Integrating Video
Clickable Images

87. Call to action could be more dominant

88. Content

89. Summary
Main
Points
Detail

90. Raise interest (in 25
words or less!
News segments
/ offers
Call to
action

91. “Dear Mr A N Other
We at Norwich Union are proud of the fact that we offer
our customers instant online cover. Because of recent
investments in our technology, we are now able to offer
selected premium policy holders access to life cover, also
online. For example, we can provide customers with
cover of £100,000 for less than 20p per day.
We!

92. You!
You already know how easy it is to get instant online
insurance cover from Norwich Union. But did you
know that Norwich Union can also offer you online
access to low-cost life-cover. For example, £100,000
would cost you as little as 20p* per day
[Apply Now Button)

93. • Use bullet points
• Not large clumps of text
• Etc

94. Bold
Italics
Whitepace
Keywords in links
Text in images

95. Design Elements

101. Social Media Overview?Optimisation

102. Frequency?

103. Time of Day?

105. X
✓
✓
?
Days of the
Week?

107. Integration

108. Share your
campaign on
social

109. Share your
campaign on
social

111. Testing

113. Source: Econsultancy, 2012

118. Exercise
What are the top 3 areas of email
marketing you need to review?
How might you go about improving
each area?
What challenges will this raise?

119. Objectives and Metrics

120. amazing 93%
dismal 0.5%.
Open Rates

121. When email freshness was 0 to 3 months:
• Delivery rate = 90%
• Views = 35%
• Clickthroughs = 36%
Expectations

122. But, when email freshness = 12 months:
• Delivery rate = 73%
• Views = 31%
• Clickthroughs = 18%
Metrics

123. Conclusion

125. Paul McGarrity